No, it's not a political slogan, but the way an Advertising Age web article describes reaching consumers at work. A recent study from WorkPlace Media – a company that helps a brand reach consumers at work – shows that 93% of Americans consult their co-workers before making a purchase.
So, for many advertisers, the challenge is this: How do we reach consumers while they work?
I can solve this dilemma for them – radio – over the air or online. And what's interesting is that PPM data in every market where Arbitron meters are "current" or "precurrent" shows the same thing – full time employees listen to more radio than their unemployed counterparts. (Yes, the opposite is true in markets measured by diaries, where the unemployed have higher numbers.)
For many stations, radio can effectively be that conduit for advertisers – if we're able to get our PPM pitch to the right agencies and brands. From our narrower perspective in Rock Radio, Classic Rock and Mainstream/Active stations often lead the way in this dimension, which is more evidence that these stations have even greater viability in the metered environment.
As Stephanie Molnar, the CEO of Workplace Media, notes about the at-work setting: "It's a traditionally advertising-free and uncluttered environment." Thus, it's a great opportunity to market to consumers while they work. Hopefully, the RAB has seen this study, and is connecting the dots, but for your Rock station especially in PPM markets, it's a great pitch at the right time.
OK, get back to work.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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